British Airways wins Olympia naming deal

Article posted by Coliseum, December 1^st, 2025

Image: AEG Presents UK

British Airways has become the naming rights holder and first founding partner of the reimagined Olympia, set to become London’s newest entertainment destination.

British Airways said the revamped complex will feature a cutting-edge 3,800-capacity music venue and a state-of-the-art 1,575-seat theatre.

Built as an events and exhibitions venue almost 140 years ago, Olympia is being transformed into a world-leading showcase for global culture, live entertainment, innovation and creativity.

As well as the heritage halls, a new music venue and an outstanding customer-experience theatre, the reimagined destination will be home to two new hotels, 30 bars, restaurants and eateries – offering food ranging from grab-and-go to fine dining.

There will also be 550,000 sq. ft of best-in-class offices and 2.5 acres of new public space that will be animated with a year-round enlivenment programme. Olympia is planning a phased opening of these new venues from early 2026.

Michael Volkert, CEO of Olympia Estates, said: “This new partnership with British Airways is testament to Olympia’s heritage, and to its future. For the last 140 years, Olympia has played a massive part in Britain’s cultural life, from welcoming one of the very first cinema screenings in the country to hosting performances from the likes of Jimi Hendrix and Pink Floyd.

“Now, as we inch ever closer to opening the doors of our fantastic new venues, we are delighted to be partnering with another iconic British brand to bring Londoners and visitors from all over the world the best music, premium theatre and hospitality the capital has to offer.”

Members of the airline’s loyalty programme, The Club, can enjoy exclusive benefits such as a dedicated ticket allowance to the music venue’s shows, and opportunities to collect Avios when purchasing food and drink at select venues across Olympia.

Reflecting the UK flag carrier’s commitment to backing British originality and championing UK talent in the arts scene, the airline will also become a brand partner of The BRIT School, and will fund places for nearly 60 students each year.

British Airways ARC

Located above Olympia’s existing West Hall, British Airways ARC will be operated by AEG Presents UK, a division of AEG’s global sports, entertainment and venue operator business.

Due to open in 2026, it will offer a state-of-the-art, purpose-built live music and entertainment venue with a capacity of up to 3,800.

Scheduled to open in 2027, the 1,575-capacity world-class British Airways Theatre currently under construction at Olympia, will be the largest permanent new theatre to be built in London in almost 50 years and will be operated by global entertainment companies, Trafalgar Entertainment and The Shubert Organization.

British Airways ARC and the British Airways Theatre will form the heart of the reimagined Olympia, continuing the destination’s legacy as a hub for live entertainment since its opening in 1886.

Building on the success of its partnerships with the likes of American Express presents BST Hyde Park and England Rugby, British Airways’ partnership with Olympia reinforces the airline’s commitment to championing British originality and representing modern Britain.

As part of the deal, British Airways will also become a brand partner of The BRIT School and naming partner to create The BRIT Theatre presented by British Airways.

Through this partnership with the UK’s leading free performing and creative arts institution, the airline will invest in the next generation of British talent by funding places for nearly 60 students each year.

Additional investment will support the refurbishment of The BRIT Theatre, elevating the experience for students, community groups, and more than 10,000 audience members who attend performances annually.

Calum Laming, British Airways’ Chief Customer Officer, said: “We proudly celebrate British originality in everything we do, and we are thrilled to be investing in the future of London’s arts and culture scene. Being a Founding Partner of Olympia allows us to celebrate the best of both British and globally recognised talent across music and theatre.

“This iconic new destination, located on our flight path as customers arrive at Heathrow, offers a unique opportunity to connect our customers with our home city’s vibrant culture. We’re excited to be part of Olympia’s transformation and be able to offer our customers even more exclusive benefits that go beyond travel.”

AEG Presents Europe’s Chief Operating Officer, Andrew Spencer, added: “Continuing to grow the AEG Presents venue portfolio is a pivotal moment as we reveal the name of British Airways ARC. We’re so delighted to be working with British Airways and as we take this next step towards opening all the teams are very excited.

“Olympia is a place that has an incredible musical history which we want to honour whilst creating a venue that is thoroughly modern and with world class facilities for artists and fans alike.”

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